Mobile Premier League (MPL) is a leading mobile platform where users can compete in multiple skill based mobile gaming tournaments in return for cash prizes. Since 2021, MPL is also active in the US.
Objective: Increase organic installs
MPL wanted to increase their organic installs coming through the IOS App Store.
Challenge
In the highly competitive real money gaming industry, it is essential to keep the app storefront relevant to the latest app features and game availability. At the same time, with real money involved, it is essential to focus on trust signals.
Our approach
We looked at the major App Store trends in the United States and conducted a competitor analysis, using our findings to build hypothesise for keyword implementations and A/B testing.
Product page optimization
We conducted a number of Product Page Optimizations, A/B testing a range of factors, such as:
Copy text
Copy colour
Device imagery
Game callouts
Game backgrounds and more
BEFORE
AFTER
In-app events
We focused on in-app events for high-revenue generating games such as Gin Rummy, 3 Card flush, Spades, Bingo, Block Puzzle & and Snakes & Ladders. We varied the events around different game modes, such as Leaderboards and Tournaments.
To ensure relevance, we adapted screenshots and ran exclusive in-app events according to festive seasons (e.g. Halloween, Thanksgiving, Christmas) and other US based holidays.
Keyword optimization
The main challenge we faced with keywords was the breadth of games included within the MPL app and the competitiveness of the keywords relating to these games.
Through our various keyword implementations, we have addressed the multiple key areas, improving rank across the board and gaining ranking where we previously were not.
We conducted 5 rounds of keyword optimization focusing on Money & Cash, Rummy, Cards and Bingo related keywords.
Keywords
Before ASO
After ASO
Gin Rummy
98
41
Card Games
226
91
Win Real Money Games
41
20
Ludo
206
47
Solitaire Clash
Unranked
12
Money Earning Apps
Unranked
25
Gin Rummy Classic
Unranked
46
Rummy Card Game
109
35
Spades Card Game
Unranked
12
Spades Online
Unranked
30
Solitaire Cash Games
145
27
Results
Following all the best practices of ASO, we helped MPL achieve:
42% increase in top 15 keywords
57% increase in top 30 keywords
200% increase in Product Page Views
40% increase in Search App Installs
11% increase in Browse App Installs
A few words from Mobile Premier League
‘Over the past six months, M&C Saatchi Performance has been instrumental in optimizing MPL’s ASO strategy on iOS in the US market. Their proactive approach, offering strategic options for keywords and creative assets, coupled with seamless execution and insightful performance analysis, has resulted in a substantial increase in our app’s organic installs. It has been a fruitful partnership, and we’re excited for what lies ahead.’
